Ae Dil Hai Mushkil's promotion spree refuses to end. The film and its cast is everywhere -- on TV shows, in colleges, at events and on magazine covers. But when we say film's cast, we mean Ranbir Kapoor, Anushka Sharma and director Karan Johar. One big star and may be the film's biggest attraction, Aishwarya Rai Bachchan has been missing from promotions. Even when the film had a special screening in Mumbai recently, everyone was there minus Aishwarya. The tongues, needless to say, started wagging.

Other than on The Kapil Sharma Show and a magazine photo shoot, Aishwarya Rai Bachchan has stayed away from promoting Ae Dil Hai Mushkil. The film, however, is important for her. After a disappointing Jazbaa and Sarbjit, Aishwarya is starring in the Karan Johar film and has got rave comments about her look and role. However, sources say that the film's lead is clearly Anushka Sharma while Aishwarya's role is shorter. It was a strategic decision apparently to downplay Aishwarya during promotions.

There was also buzz that Aishwarya is not promoting the film as she has a sizzling role in the film and her family may not be happy about it. We, however, give no credence to this theory.

Aishwarya Rai Bachchan and Karan Johar have not commented on the subject at all.

The only thing Karan has to say about Aishwarya was this: “There was so much build-up about Ash coming on set. To me, it felt like she is the only star in the film. I am not undermining my love for Ranbir and Anushka (Sharma), but when Aishwarya walked in, I was like OMG… one star has finally come on the set.”

And the million dollar question, will Aishwarya promote Ae Dil Hai Mushkil on Salman Khan's Bigg Boss 10? The answer is no. In fact, there are no plans to promote the film on the reality show at all.